On the Sixth Day of Christmas…Secrets of the Product

“The 12 Gifts of Retail Christmas” for a Happy New Year

On the sixth day of Christmas VM-Unleashed gave to me…
No.6 “The Secrets of why Customers Like or dislike our products?”


why customers-like-our-products

Through identifying the hierarchy of importance for product design elements and features a retailer can design and buy assortments with investment of time and money that will translate to sales and margins.

Failure to recognise the correct relative importance of product design features can result in wasted investment in enhancements that add no value to the product or its realised margin.

  • how do I find out which benefits and attributes of a product are most important?
  • with what priorities do my customers view product enhancements and adornments?
  • what qualities of my products add the most value from my customers’ perspective?
  • what product design features offer the best ROI in terms of realised margin?
  • What is the correct product design hierarchy for each of my product categories?


This is how we help…
Product added-value attributes analysis

“Which design features, enhancements and adornments to my product assortment add value and drive my sales & profit?”


A focussed analysis of best seller and worst seller design attributes for specific categories and ranges

  • analysis of shape, size, colour, design features, quality, safety, comfort, adornment and pattern as reasons to buy or not to buy
  • bestseller and worst seller reviews
  • ranking and prioritisation of attributes – “Attribute Index”
  • cumulative analysis and cross-referencing of sales against “attribute Index!” of individual products and ranges
  • Creation of design hierarchies enabling focus on most important product attributes in the correct order
  • relationship between “Attribute Index” and price tolerance of customers
  • comparison with competitor product attributes against pricing


  • Identify in priority order the most important product attribute from a customers’ perspective and to build these into the design process for new product assortment
  • focus on product design additions that only relate to increased ROI
  • removal of design attributes that reduce the added-value of the product
  • ability to relate the added-value attributes to an appropriate added-value price points
  • ability to add margin through inclusion of appropriate added-value product attributes
  • ability to deliver higher comparative value on categories and ranges than competitors
  • deliver store displays and best sellers presentation based on “showcasing” products with high “Attribute Index!”


  • Interviews with HQ and buying & merchandising team
  • Focus groups of customers identifying attributes of best sellers and worst sellers
  • KPI analysis by department, category and sku
  • Best seller and worst seller product reviews focused on adornment
  • Best practice analysis of product enhancement against pricing


Aggressive actions (from a potentially long list):

  • allocate an “Attribute Index!” to all products
  • communicate to customers strongly products with the most important attributes
  • store displays which show off important attributes
  • increase price and margin for products high in the “Attributes Index”
  • reduce prices for products with a low “Attributes Index!”


Check out more of our series of “audits, analysis, answers & aggressive actions”

tim radley - CEO, VM-unleashed.ltd

Please get in touch. We’ll be happy to help & advise…

+44 (0)7967 609849